Social exclusion stimulates product and brand switching

Lei Su, Yuwei Jiang*, Zhansheng Chen, C. Nathan Dewall

*Corresponding author for this work

    Research output: Contribution to journalJournal articlepeer-review

    1 Citation (Scopus)


    The days of complete customer loyalty are over, and understanding consumer switching behavior is a new horizon in retailing and branding. In our recent work, we examine whether social exclusion—being ignored or rejected in social interactions—has a significant effect on consumers’ switching behavior.1 Specifically, we demonstrate that consumers exhibit an increased tendency to switch brands and product choices after experiencing social exclusion.

    Original languageEnglish
    Pages (from-to)150-156
    Number of pages7
    JournalRutgers Business Review
    Issue number1
    Publication statusPublished - 1 Mar 2017

    Scopus Subject Areas

    • Business and International Management
    • Strategy and Management


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